Semiology

Semiotics is the study of 'meaning making/creation' ; analysing the theory behind signs and symbolism when used as a communication device, for example language, gestures and clothing.

As individuals we are exposed to a variety of different cultural messages on a daily basis which are encoded into our behaviour; this allows us to recognise these conventions and therefore act upon them accordingly. However, a change in context could also affect the meaning of the symbol therefore meaning our ability to interpret them must adapt. For example, tears at a funeral would be interpreted differently to those shed at a wedding; although the action itself remains the same, the context changes the cause. 

Thumbs up: 

Positive gesture           Symbol to rise to surface       Symbol to hitchhike 

• Signifier: the materialistic object/thing that signifies, e.g. words, pictures, facial expression etc.
• Signified: the overall concept in which the signifier is referring to, e.g. the thing itself, the emotion etc.

For example, a universal image of semiotic controversy is the "pipe" image which states "this is not a pipe" in French. Although visually it is a pipe that can be seen to the observer, technically it is simply an image of a pipe; not the pipe itself. This is an example of the defining difference between the signifier (the image) and the signified (the pipe).